Ardbeg Distillery is launching a digital marketing push for its new limited edition 12-year-old single malt – Ardbeg Gallileo – to promote the company’s experiment to mature whisky in space.
Working with US space research company NanoRacks, the Glenmorangie-owned brand has been testing the effects of gravity on compounds found at its distillery on Islay.
In late 2011, it launched vials of compounds into space via rockets from Kazakhstan, which will remain on the International Space Station for at least two years.
The campaign, devised by Story, is set to roll out across Facebook, YouTube, Twitter and the company’s website, ardbeg.com, targeting whisky lovers.
An email campaign will also be sent to the brand’s 78,000-strong global CRM programme, dubbed the Ardbeg Committee, inviting members to special events in their country aiming to drive sales of the brand.
Hamish Torrie, brands director at Glenmorangie Company, said: “Story has developed an Ardbeggian twist to our experiment in space by developing an identity for our limited edition Ardbeg Galileo. Once again the agency has risen to the challenge.”
Story creative director Dave Mullen added: “Our challenge is to encourage Ardbeg’s big, untamed character to get bigger and wilder and now we’ve just got ourselves a new playground. It’s pretty much ‘to infinity and beyond’.”
